Student-Perceived Organizational Support and Perceived Employability in the Marketing of Higher Education

Autor/inn/en	Trullas, Irene; Simo, Pep; Fusalba, Oriol R.; Fito, Angels; Sallan, Jose M.
Titel	Student-Perceived Organizational Support and Perceived Employability in the Marketing of Higher Education
Quelle	In: Journal of Marketing for Higher Education, 28 (2018) 2, S.266-281 (16 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Trullas, Irene) ORCID (Simo, Pep) ORCID (Fusalba, Oriol R.) ORCID (Fito, Angels) ORCID (Sallan, Jose M.)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2018.1488334
Schlagwörter	Higher Education; Colleges; Marketing; Employment Qualifications; Labor Market; College Role; College Administration; College Students; Cost Effectiveness; Models; Student Attitudes; Educational Quality; Costs; Student Satisfaction; Student School Relationship; Correlation; Reputation; Outcomes of Education; Interpersonal Relationship; Teacher Student Relationship; Deans; Foreign Countries; Spain + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; College; Hochschule; Fachhochschule; Employment qualification; Vocational qualification; Vocational qualifications; Berufliche Qualifikation; Labour market; Arbeitsmarkt; College administrators; Hochschulverwaltung; Collegestudent; Kosten-Nutzen-Analyse; Kosten-Nutzen-Denken; Analogiemodell; Schülerverhalten; Quality of education; Bildungsqualität; Cost; Kosten; Schüler-Lehrer-Beziehung; Korrelation; Lernleistung; Schulerfolg; Interpersonal relation; Interpersonal relations; Interpersonelle Beziehung; Zwischenmenschliche Beziehung; Teacher student relationships; Lehrer-Schüler-Beziehung; Dean; Dekan; Ausland; Spanien
Abstract	In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a 'customer' means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the influence of perceived organizational support (POS) and perceived employability on identification with the institution and the perceived price-quality ratio and how these influence student satisfaction. In addition, the constructs prior to POS and perceived employability are identified, which are explicit enough to enable specific marketing actions to be carried out. As POS is a construct defined for the labor market, its use applied to relational marketing comes up as something innovative.To this end, Likert scales have been designed and validated to measure these constructs. The results of this test show how the perception of organizational support depends on the relationship of the student body with the administration and management of the center. Likewise, the perception of employability depends on the perceived reputation and the perception of the promotion of employability. Furthermore, it is confirmed that satisfaction is positively related to identification and the perceived price-quality ratio, which in turn are positively related to organizational support and perceived employability. (As Provided).
Anmerkungen	Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01